Food Retail
MPREIS
MPREIS recognized the immense potential of gamification to revolutionize marketing campaigns for seasonal events and holidays, turning them into extraordinary experiences that captivate customers and entice them to return. By incorporating game mechanics into their marketing strategies, they were able to significantly amplify the attention customer directed toward current special offers while simultaneously fostering a deeper connection between customers and the MPREIS brand.
The Result
Who is MPREIS?
Since its founding in 1920, MPREIS has established itself as a renowned supermarket chain in Austria. From its headquarters in Völs, Austria, MPREIS operates an extensive network of grocery stores throughout the country. MPREIS is known for its exceptional customer engagement and the quality of its wide product range, including fresh produce, baked goods, and household items. MPREIS has long enjoyed an excellent reputation and has become the preferred choice for customers looking for an extraordinary shopping experience in Austria.
The Importance of Seasonality in Retail Grocery
Seasonal events play a pivotal role in the retail grocery sector as they offer a magnificent opportunity for retailers to capitalize on heightened attention during these times to enhance brand awareness and entice new customers with innovative deals. Seasonal products not only create a sense of anticipation for the upcoming season among customers but also offer the opportunity to showcase unique, theme-related items tailored to specific holiday or seasonal needs.
MPREIS recognizes the value of these events and uses them to constantly delight customers with customized offers, aiming to secure long-term customer loyalty and boost sales. By tailoring their product range to different seasons and special occasions like Easter, summer, autumn, Halloween, Christmas, etc., MPREIS aims to meet evolving customer desires and benefit from the enthusiasm associated with these events. However, the grocery retail sector is fiercely competitive, and seasonal campaigns are now standard. Therefore, MPREIS sought a solution that would enable the company to stand out from other retailers and their seasonal marketing campaigns. It was clear to this community-focused retailer that they wanted to offer their customers an entertaining way to discover their seasonal specials.
Why Gamification?
MPREIS recognized the immense potential of Gamification to revolutionize marketing campaigns for seasonal events and holidays, turning them into extraordinary experiences that captivate customers and entice them to return. By incorporating game mechanics into their marketing strategies, they were able to significantly amplify the attention customer directed toward current special offers while simultaneously fostering a deeper connection between customers and the MPREIS brand.
MPREIS succeeded in using Gamification as a potent marketing tool, effectively reaching a broader audience curious about the innovative marketing concept, the fun games, and the associated prizes. This surge in visitor numbers not only bolstered MPREIS’s seasonal sales but also presented valuable opportunities to convert new customers into loyal ones. Moreover, the playful initiatives excited existing customers, who eagerly shared their innovative gaming experiences at MPREIS. The heightened brand awareness, coupled with the emotional connection forged through gamification, fortified MPREIS’s position as one of Austria’s favorite retailers.
The Collaboration with BRAME
The partnership between MPREIS and BRAME is rooted in shared values that made collaboration successful from the outset. Both companies prioritize close partnerships and understand the importance of teamwork for success. Furthermore, MPREIS appreciates BRAME’s focus on personalized, tailor-made offers, which align perfectly with MPREIS’s objective of providing high-quality products tailored to individual customer needs. According to Valentin Schennach, the Marketing Technology Lead at MPREIS, the software developed by BRAME is user-friendly, and a campaign can be launched within two days if needed. MPREIS sees BRAME as the ideal partner for long-term collaboration and the further development of Gamification solutions that support MPREIS’s goal of offering their customers extraordinary shopping experiences.
Results: Impressive Outcomes through Gamification
Check out the games that MPREIS released, and the outcomes they achieved!
EM Quiz
MPREIS’s Gamification marketing campaigns have shown remarkable results and have managed to captivate customers. For instance, the EM Quiz campaign achieved an impressive engagement rate: users spent an average of almost 2 minutes fully immersing themselves in the interactive quiz.
Spin the Wheel
The Mia STW campaign, which was launched in mid-January to support the traditionally less busy sales seasons, attracted nearly 1000 new users and leads in only one week. Moreover, the Mia STW campaign boasted an extraordinary conversion rate of 62.8%, underscoring the effectiveness of Gamification in activating users and converting them into loyal customers.
Easter Calendar
The Easter Calendar campaign achieved a particularly striking result. It achieved a Double-Opt-In (DOI) rate of 32%. According to Valentin Schennach, the person responsible for marketing technology at MPREIS, this figure is simply utopian. The Easter Calendar campaign also revealed that the Cost-per-Lead (CPL) using Gamification strategies could be 4-6 times lower than conventional campaigns.
Insights and Advice from Experience
For both MPREIS and BRAME, the key to success lies in continuously learning from the data and feedback of past campaigns. MPREIS learned early on that Gamification is especially effective when the technology is used regularly. By offering customers the next game as soon as a campaign ends, they can continuously maintain the customers’ attention. Through their interactive campaigns, MPREIS has quickly positioned itself as the food retailer that offers continuous added value to its customers through entertaining games and competitions.
In their past contests, MPREIS has found that campaigns with a main prize and several smaller instant prizes work particularly well. This is because customers are delighted to win something immediately after participating while simultaneously awaiting the grand unveiling of the main prize winner at the end of the campaign.
Another crucial aspect is the intelligent combination of online and offline promotion strategies and the use of their own promotional channels. By advertising primarily on their own channels, e.g., their website, in the newsletter, in the app, and on their social media channels, MPREIS saves a significant amount of costs. To amplify campaigns beyond their current market reach, the food retailer uses paid social media advertising and makes use of display ads.
A Look into the Future
Having had very good experiences with Gamification so far and with customers always eagerly awaiting new games, the Austrian food retailer is already looking forward to the next campaigns where Gamification will be used. The Advent Calendar will certainly make its big comeback in the upcoming Christmas season. But before the advent season begins, there are some more events at the end of summer and during the autumn season that could be of interest, such as the German Oktoberfest or special theme weeks like the “Italian Weeks” that MPREIS holds. One thing is clear: Gamification has found a firm place in MPREIS’s marketing strategy and will play a pivotal role in the future.
More case studies
TSG Hoffenheim
TSG Hoffenheim is a renowned German football club with a loyal fan base. However, the most devoted fans, the season ticket holders, felt disadvantaged compared to new customers and event fans who received more attention with promotions, contests, and small gifts. The football club wanted to change this by creating a quiz specifically for the season ticket holders.
Mattel
Mattel, a renowned toy company based in the United States and the second-largest toy manufacturer globally, has consistently captivated young minds and brought immense joy to children worldwide. With an unwavering dedication to delivering exceptional products, Mattel not only aims to engage and educate parents about their diverse range of toys and the invaluable benefits they offer to children but also extends their focus to encompass all matters related to babies.
Würth
Würth identified the profound potential of Gamification in reshaping the omnichannel retail experience, transforming it into an immersive journey that not only captivates customers but also solidifies their loyalty. By integrating game mechanics with their in-store and digital touchpoints, Würth succeeded in enhancing the attention customers paid to their offerings while simultaneously strengthening the bond between consumers and the iconic Würth brand.
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See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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